In their influential 2023 paper titled “Glocalisation of Music Streaming within and across Europe,” Will Page and Chris Dalla Riva explore the intriguing correlation between the rise of global streaming platforms and the resurgence of local music.
This phenomenon, termed “glocalization,” has significantly impacted Latin music, fostering a surge in regional genres like corridos, banda, funk, and Argentine rap.
Glocalization in Latin Music: A Panel Discussion:
Pedro Kurtz, Deezer’s head of music for LATAM, discussed this concept during a recent SXSW panel titled “Latin Music Momentum In The Age of ‘Glocalization.'”
Kurtz emphasized the importance of relatability in music consumption, noting that listeners are drawn to music that resonates with their cultural identity and language.
Accompanying Kurtz on the panel were Cris Garcia Falcão, MD of label and artist strategy/GM of Latin at Virgin Music, and Sandra Jimenez, head of music in Latin America at YouTube.
Their discussion underscored how glocalization and streaming have revolutionized Latin music, shaping both its global reach and local significance.
The Diversity of the Latin American Market:
Despite often being grouped, the Brazilian and Latin American markets exhibit significant differences. While Brazil boasts a formidable market size, its predominantly Portuguese-language music presents a unique challenge for international breakthroughs.
Jimenez highlighted the linguistic advantage of Spanish, which unifies Latin America as a vast and influential music market.
Latin America’s Music Consumption Landscape:
Latin America ranks among the top regions globally for music consumption on platforms like YouTube and Deezer.
Falcão noted the democratization of music consumption, emphasizing the increasing prominence of local content over Anglo-centric offerings.
The Influence of the Latin Diaspora and Pandemic Trends:
The global Latin diaspora has propelled Spanish-language music to international acclaim, a trend further amplified during the pandemic. Jimenez observed a heightened sense of community fostered through shared cultural experiences and music consumption.
The surge in Latin music consumption has sparked a parallel increase in music creation and investment in the region. Kurtz cited a significant uptick in music pitches since 2020, reflecting a growing appreciation for diverse cultural expressions.
